Fashion shopping app Her Black Book has rebranded to Wrapd and launched a website to match its app following a $1.8 million capital raise.
Wrapd was founded by Julie Stevanja and Sali Sasi 18 months ago. Stevanja said this latest evolution marks the growth of the brand into new categories.
“Her Black Book launched in November 2021 with a strong female focus, but we want to be more inclusive of both the retailers we partner with and the shoppers we cater to,” Stevanja said.
“With a gender-neutral name, we can focus on expanding our brand and category offering, further establishing Wrapd as the go-to destination for deals, drops and discovery across not only fashion, but also wellness, beauty, shoes, everyday essentials and more.”
Sasi said the expansion of its digital touchpoint to a dedicated website came amid consumer insights.
“We understand that some people prefer to browse, shop and checkout on desktop rather than a phone, or browse a website’s offering before committing to download yet another app, so we are thrilled to be able to offer shoppers both options.”
Wrapd houses exclusive incentives and cashback promotions from more than 700 retail brands including Gucci, Net-a-porter, YSL Beauty and Bec & Bridge.
In a recent app update, Wrapd introduced a personalisation feature where shoppers can scroll through an uninterrupted, ad-free feed that includes only the brands they ‘Follow’.
Wrapd is now available at www.wrapd.ai, or download for free on iOS and Android.